Video & Inbound Marketing, Three HubSpot Case Studies

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This presentation was originally given at the Brightcove Breakfast on March 23, 2010 by Rebecca Corliss.

It covers three HubSpot case studies: a viral music video, social media webinar, and HubSpot TV live video podcast.

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  • Video is one of those cool media where what makes it incredible or horrible is based on money…
  • Video is one of those cool media where what makes it incredible or horrible is based on money…
  • Video & Inbound Marketing, Three HubSpot Case Studies

    1. 1. Video & Inbound Marketing These slides are up at www.rebeccacorliss.com <ul><li>Three HubSpot Case Studies </li></ul>
    2. 2. Nice to Meet You <ul><li>Rebecca Corliss </li></ul><ul><li>Inbound Marketing Manager </li></ul><ul><li>HubSpot </li></ul><ul><li>Twitter: @repcor </li></ul>
    3. 3. What’s HubSpot ? <ul><li>Founded in July 2006; grew out of research at MIT </li></ul><ul><li>Sells inbound marketing software </li></ul><ul><li>2,300+ customers; 130+ employees </li></ul>
    4. 4. Traditional Marketing = Outbound
    5. 5. Inbound Marketing
    6. 6. What Is Inbound Marketing? Leads Website Visitors Customers
    7. 7. Video  Budget vs. Brains
    8. 8. Agenda <ul><li>Case Study 1: Viral Video </li></ul><ul><li>Case Study 2: Webinar </li></ul><ul><li>Case Study 3: Video Podcast </li></ul>
    9. 9. Case Study 1: “Viral” Video <ul><li>“ You Oughta Know </li></ul><ul><li>Inbound Marketing” </li></ul>
    10. 10. Goals of the Video <ul><li>1. Teach inbound marketing </li></ul><ul><li>2. Build links into HubSpot.com </li></ul><ul><li>3. Drive traffic to HubSpot.com </li></ul><ul><li>4. Increase organic search traffic </li></ul><ul><li>&quot;inbound marketing” </li></ul>
    11. 11. View Video Launch Video
    12. 12. Tools <ul><li>Create </li></ul><ul><li>GarageBand </li></ul><ul><li>JVC Camera* </li></ul><ul><li>iMovie* </li></ul><ul><li>Promote </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul><ul><li>Social Media (Digg, Reddit, Twitter, Facebook, StumbleUpon) </li></ul>
    13. 13. Results I <ul><li>40,000 views in seven days </li></ul><ul><li>“ Inbound marketing” search traffic </li></ul><ul><li>increased by 100% </li></ul>
    14. 14. Results II <ul><li>8 thousand blog post views </li></ul><ul><li>Over 50 different blogs wrote about </li></ul><ul><li>the video </li></ul>
    15. 15. Unexpected Results <ul><li>The video built company morale and </li></ul><ul><li>helped sales reps sell . </li></ul>
    16. 16. Case Study 2: Webinar <ul><li>“ How to Monitor Your Social Media Presence in 10 Minutes a Day” </li></ul>
    17. 17. Webinar Process
    18. 18. Tools I <ul><li>Create </li></ul><ul><li>PPT </li></ul><ul><li>HubSpot </li></ul><ul><li>Vcall* </li></ul><ul><li>Headset & Phone </li></ul><ul><li>Camtasia </li></ul><ul><li>Microphone </li></ul><ul><li>Brightcove (Formally Blip.tv) </li></ul><ul><li>Media API & iTunes </li></ul>
    19. 19. Tools II <ul><li>Promote </li></ul><ul><li>Organic Email/Prospect Lists </li></ul><ul><li>Share Links </li></ul><ul><li>Inbound Marketers LinkedIn Group </li></ul><ul><li>@HubSpot (and personal Twitter accounts) </li></ul><ul><li>HubSpot Fan Page </li></ul><ul><li>Blog CTAs </li></ul><ul><li>HubSpot Homepage </li></ul>
    20. 20. Lead Generation
    21. 21. Lead Results <ul><li>Webinar Registrants: 10,000+ </li></ul><ul><li>Recording Registrants: 450 (in 9 days) </li></ul><ul><li>Live Attendees : 3,500 </li></ul><ul><li>Recorded Viewers : 1,650 </li></ul><ul><li>Leads: 10,450+ </li></ul>
    22. 22. Case Study 3: HubSpot TV Live every Friday at 4:00pm at www.hubspot.tv
    23. 23. Tools <ul><li>Create </li></ul><ul><li>Canon GL2 </li></ul><ul><li>Lavalier Mics </li></ul><ul><li>LiveStream.com </li></ul><ul><li>iMovie </li></ul><ul><li>Blip.tv & iTunes </li></ul><ul><li>Blog </li></ul><ul><li>Twitter </li></ul>
    24. 24. Results <ul><li>Live Viewers: 60 – 100 / episode </li></ul><ul><li>iTunes Viewers: 1,500 – 2,000 / episode </li></ul><ul><li>Drives … </li></ul><ul><li>Blog Visitors </li></ul><ul><li>Blog Subscribers </li></ul>
    25. 25. Other Results <ul><li>Builds company culture and tradition </li></ul><ul><li>Increases exposure within tech and </li></ul><ul><li>marketing community </li></ul><ul><li>Helps build relationships </li></ul>
    26. 26. Final Thoughts: I Love Video
    27. 27. Thanks! Questions? <ul><li>Rebecca Corliss </li></ul><ul><li>Twitter: @repcor </li></ul><ul><li>Blog: www.rebeccacorliss.com </li></ul><ul><li>HubSpot </li></ul><ul><li>Website: www.HubSpot.com </li></ul><ul><li>Blog : http://blog.hubspot.com </li></ul>

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